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北京工商大学学报(社会科学版)摇 摇 摇 摇 2018 年摇 第 5 期

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The Development of Research on Omni鄄Channel Retailing Theory

LI Fei, LI Dajun & SUN Yacheng
(School of Economics and Management, Tsinghua University Beijing 100084, China)

Abstract: Since the concept of “ omni鄄channel retailing冶 appeared in 2009, the relevant discussion has been ongoing.
Through the review on the research results at home and abroad, this paper finds the three main progresses in omni鄄channel retai鄄
ling. (1) The meaning of omni鄄channel is that the retailers have the effective innovation of channel synergies with other stake鄄
holders and provide as many channel types as possible in each link of target customers蒺 purchase process in order to meet their
personalized preferences for channel and finally have the customer value and the goal of retail enterprises realized. (2) The cause
of omni鄄channel retailing is that technological innovation has changed consumer demand and the omni鄄channel purchase behavior
of consumers has appeared, which then has led to the omni鄄channel behavior of retail enterprises. (3) The strategy of omni鄄
channel retailing is that retail industry makes the effective market segmentation, selects the appropriate target customers, and fur鄄
ther chooses the appropriate marketing positioning as well as the matching omni鄄channel product design, omni鄄channel pricing,
omni鄄channel sales and omni鄄channel communication to realize the customer value and the company goal ultimately. In the end,
it puts forward the three future research directions including the formation mechanism of omni鄄channel retailing stores, the combi鄄
nation mechanism of omni鄄channel retailing and intelligent retailing, and the omni鄄channel retailing operation mechanism under a
global perspective.
Key Words: omni鄄channel retailing; omni鄄channel retailing store; retail format; retail strategy; retail revolution; intelligent
retailing

(本文责编摇 邓摇 艳)

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